Introduction to Evergreen Content
The concept of evergreen content has been a staple in the world of publishing and SEO. Evergreen content refers to topics that remain relevant and unchanged over time, such as "how to change a tire" or "how to tie a bowtie." The idea behind creating evergreen content was that it would provide a steady source of traffic to a website, as people would continually search for answers to these timeless questions.
The Promise of Evergreen Content
The promise of evergreen content was that once a webpage ranked for a particular topic, it would require minimal updates and maintenance, providing a steady stream of traffic to the website. However, with the rise of AI and its ability to summarize answers to common questions, the effectiveness of evergreen content has been called into question.
The Impact of AI on Evergreen Content
Tim Soulo, a renowned expert in the field of SEO, recently suggested that the era of evergreen content is coming to an end. According to Soulo, AI is making it possible for search engines to provide answers to common questions directly, reducing the need for users to click on websites. This has led to a decrease in traffic to websites that rely on evergreen content. Soulo tweeted, "The era of ‘evergreen SEO content’ is over. We’re entering the era of ‘fast SEO.’" He believes that the real opportunity lies in spotting and covering new trends, rather than relying on evergreen content.
What is Fast SEO?
Fast SEO refers to the practice of creating content around trending topics. This approach involves identifying and capitalizing on short-lived content opportunities, such as new developments, industry shifts, or cultural moments. Fast SEO is not a new concept, but it has become more relevant in the age of AI. By focusing on trending topics, publishers can increase their chances of getting clicks and driving traffic to their websites.
The Challenges of Evergreen Content
Creating effective evergreen content has become increasingly challenging. With more people publishing content, and search algorithms prioritizing quality over SEO tactics, it has become harder to stand out. Additionally, user behavior signals have become more important than traditional link signals, making it harder for SEOs to rank. The rise of Query Fan-Out has also disrupted the SEO landscape, making it more difficult to target search queries.
Query Fan-Out and Its Impact on SEO
Query Fan-Out displays answers to initial queries and follow-up questions, allowing users to explore related topics. This has changed the way SEOs need to approach search queries. Instead of targeting the main high-traffic query, it may be more effective to target follow-up queries with evergreen content. This approach requires a deeper understanding of user behavior and search intent.
The Future of Evergreen Content
While some may argue that evergreen content is no longer viable, others believe that it still has a place in the world of publishing. Foundational questions will always be relevant, and users will continue to search for answers to these questions. By creating high-quality, trusted, and well-liked content, publishers can establish themselves as authorities in their niche and drive traffic to their websites.
The Third Way: Combining Evergreen and Trending Content
The choice between producing evergreen content and trending topics doesn’t have to be binary. Publishers can combine both approaches to drive traffic to their websites. By creating evergreen content and linking to it from trending topics, publishers can provide value to their users and increase their chances of getting clicks. Additionally, trending topics can sometimes become evergreen content themselves, providing a long-term source of traffic.
Conclusion
The rise of AI has disrupted the world of publishing and SEO, making it more challenging to create effective evergreen content. However, this doesn’t mean that evergreen content is no longer viable. By understanding the challenges and opportunities presented by AI, and by combining evergreen content with trending topics, publishers can adapt to the changing landscape and continue to drive traffic to their websites. Ultimately, the key to success lies in providing high-quality, relevant, and valuable content to users, regardless of whether it’s evergreen or trending.